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MUMBAI: HBO Asia and Eros International have joined hands to launch two premium advertisement-free movie channels that promise to offer the best of Hollywood and Bollywood.

"India is absolutely ready for premium television which is also the best way to grow for the industry ," said Jonathan Spink, CEO of HBO Asia, the regional pay TV of the Hollywood studio. Kishore Lulla, executive chairman of Eros International, said the Mumbai-based film production firm will give a minimum of 10 new releases from its film slate and up to 100 from its library.

HBO will offer more than 40-50 new releases besides a number of its hit serials such as Entourage and The Game of Thrones. The companies said the pricing and other details will be announced on a later date.

Industry insiders expect the channels to be priced more than Rs 100 a month. The channels will be available only on digital platform and not on analogue , and depending on their success Spink said the collaboration with Eros could grow to three or four channels in coming years.

In all Asian markets where it is present, HBO holds more than 25% share. People in Sri Lanka pay up to $8 (about Rs 440) for HBO premium channels while in Hong Kong they are priced about $10.